Never underestimate the power of 1980s nostalgia – the iconic Cadbury’s Wispa will be back on the shelves on 8 October after concerted pressure from Internet campaigners to reinstate the bar.
Responding to four years of on-line hype from 93 ‘bring back Wispa’ Facebook groups and hundreds of similar blogging campaigns on MySpace and Bebo, Cadbury will produce around 23 million Wispa Classic limited-edition bars.
The chocolate will appear in its original blue wrapper, designed by Cadbury’s in-house design team V4, but no further details are available.
Spokesman Tony Bilsborough says, ‘We have noticed the Web interest for some time and the consumer passion has undeniably swayed our opinion to relaunch the Wispa.’
‘This is the first time the Internet has played such an intrinsic role in the return of a Cadbury’s brand,’ he adds.
The gently bubbling bar was first introduced in 1981 and was the second largest brand in the Cadbury’s portfolio, until it was dropped in 2003 due to falling sales. The confectionery giant hopes the retro relaunch will stir up feelings of nostalgia in its target audience of 25- to 30-year-olds, who will remember the bar from its 1980s heyday, and says the comeback could be permanent if sales live up to the on-line buzz.